Senior Paid Media Specialist
Current•Develop and implement comprehensive paid media strategies across Google Ads (Search, Display, Performance Max, YouTube), Microsoft/Bing Ads, TikTok Ads, and Facebook Ads, managing monthly ad budgets of up to $100K.•Lead the development of messaging, creative assets, and overall campaign vision in collaboration with creative teams.•Set up, optimize, and troubleshoot tracking systems (e.g., Google Tag Manager, enhanced conversions, event tracking) to ensure accurate attribution.•Conduct account-wide performance audits and lead quality reviews to identify optimization opportunities.•Build and optimize custom audiences, lookalike audiences, and advanced audience segments for highly targeted campaigns.•Consult clients on paid ad strategies, leveraging market research, historical data, and audience insights.•Manage ongoing performance through a deep understanding of KPIs across all platforms, prioritizing impactful optimizations for ROAS and CPA.•Drive conversion rate optimization (CRO) using A/B testing, multivariate testing, and Google Ads experiments.•Present custom KPI reports to clients or internal stakeholders and provide actionable insights to guide strategy.•Ensure campaigns adhere to platform policies and advertising regulations, minimizing the risk of disapprovals.•Scale ad budgets while maintaining or improving ROAS, helping clients achieve aggressive growth targets.•Research and integrate the latest paid media tools and techniques to enhance campaign performance and efficiency.•Mentor new team members and provide training on paid media processes, troubleshooting, and campaign optimization.Tools: Asana, Canva, Databox, Facebook Ads Manager, Google Ads Manager, Google Tag Manager, Google Analytics, Microsoft Ad Manager, Optmyzr, SEMrush, Spyfu, BirdView, JIRA, ADP, CallRail, Liine, Tetra.
